Internet grooms Indian women: Google-TNS study

The Women & Web study commissioned by Google India and TNS Australia, revealed that India's women are highly influenced by Internet. While choosing products for skin and hair care, and cosmetics and apparel, women give priority to Internet to arrive at purchase decision.

The study was compiled by looking at search query data for top women oriented search categories in India and an independent online research done by TNS Australia, which reached out to over 1000 women with access to Internet in India.

Out of the total 150 million Internet users in the country, around 60 million women in India are now online. The study revealed that women who are online are relatively more affluent and younger. 3 in 4 women are now online and 75 per cent are in the 15-34 age group access the Internet daily.

Among top searched categories by women on Google in India, apparels and accessories was the biggest search category followed by food and drink, baby care, hair care and skin care. Internet influence was the highest for skin care (72 per cent), baby care (69 per cent) and hair care (65 per cent) products.

The study revealed that - skin care, hair care, food and drink were the fastest growing search categories, with queries coming from mobile phones growing rapidly and accounting for almost 25 per cent of total query volumes in these categories.

The study revealed the growing influence of digital medium on women's purchase decisions for these categories. Data from the online research conducted by TNS Australia, highlighted that among women who had access to Internet, over 50 percent said that Internet research influenced their decision.

Google India vice president and managing director Rajan Anandan said that this report, it is clear that Internet is empowering Indian women with easy access to information and helping them to make more informed decisions in their day-to-day life.

"The top generic searches and most searched brands reflect that women are heavily engaged on the Internet and are using it to do online research before deciding on their final purchase for categories like skin, hair and baby care products," added Anandan.

The Google-TNS Australia survey also revealed that women also emerged as strong brand advocates - with 80 per cent saying that they recommend their purchases to other women and 25 per cent stating that they share it online.